The internet and the rise of social media have transformed the way businesses operate. Nowadays, online brand perception is a determining factor for business success. This necessitates robust and effective content moderation services to eliminate the hazards that come with harmful user-generated content (UGC).
From trolls to spam, the internet, especially social media platforms, is teeming with unwanted content. In the vast sea of toxic online material, having a shield to safeguard your brand’s reputation is the key to increased trust and credibility. So, how exactly does content moderation protect your brand?
Understanding the Risks of Unmoderated Content
UGC adds value to business websites and social media pages. Customer reviews and feedback can help drive up conversion rates and revenue. Meanwhile, posts and discussions among online communities strengthen trust and loyalty.
However, when published UGC harms community members, the brand suffers. Public backlash due to unsafe content can eventually ruin the reputation that a business is trying to uphold. Here are some of the potential dangers of unmoderated content on social media and other online channels:
Damage to Brand Reputation
As mentioned, leaving content unchecked can have detrimental effects on a brand’s image. One prominent example is the case of United Airlines in 2017.
A video of a passenger being forcibly removed from an overbooked flight went viral on social media. The lack of timely and effective moderation of the initial content and the subsequent posts from both passengers and the airline itself exacerbated the situation.
The incident led to a significant public outcry and widespread media coverage, severely tarnishing United Airlines’ reputation. The company faced boycotts, a stock price drop, and a negative long-term perception that impacted its brand image.
Spread of Misinformation
Without effective content moderation in social media, misinformation can proliferate in these spaces, causing distrust in the media and undermining the democratic process. This was evident during the 2016 United States Presidential Election.
Facebook, a major social media platform, was criticized for allowing fake news to spread on its platform. False stories and misleading information shared widely influenced public opinion and possibly the election outcome.
Facebook’s initial lack of effective content moderation to combat misinformation led to intense scrutiny and criticism, prompting the platform to overhaul its moderation policies and algorithms to prevent similar issues in the future.
Legal Issues
When platforms neglect regulating content, they can also face legal issues. In 2020, YouTube faced a lawsuit due to unmoderated content related to COVID-19 misinformation. Videos spreading false information about the pandemic and vaccines were rampant on the platform.
Consequently, governments and health organizations criticized YouTube for not taking adequate measures to moderate such harmful content. This situation underscored the legal risks that platforms and brands face if they fail to adequately moderate content, especially when public health is at stake.
Loss of Customer Trust
Another potential risk of unmoderated content is loss of customer trust. When consumers are continuously exposed to content that could compromise their safety, they may think that the brand doesn’t care enough about its audience.
This was evident in the Cambridge Analytica scandal, which led to a massive loss of trust on Facebook. It was revealed that millions of users’ data had been harvested without consent and used for political advertising.
The lack of moderation and oversight allowed this to happen, making users feel betrayed and unsafe on the platform. Facebook’s reputation took a significant hit, with many users deleting their accounts and questioning the platform’s commitment to privacy and security.
The Role of Content Moderation in Brand Protection
Content moderation is the first line of defense against harmful content that could tarnish a brand’s online presence. It involves monitoring, reviewing, and managing UGC to ensure it aligns with the brand’s guidelines and legal standards.
Content moderation prevents the spread of harmful UGC and fosters a positive and safe environment for online customers. Here are different types of content moderation:
Pre-moderation
This involves reviewing content before publishing, ensuring that nothing harmful reaches the audience.
Post-moderation
In this process, content is published immediately but is reviewed afterward, which is useful for platforms requiring real-time interaction.
Reactive moderation
This type of moderation relies on user reports to flag inappropriate content, while user moderation empowers the community to help maintain standards.
Implementing Effective Social Media Moderation Strategies
Implementing robust social media moderation strategies is crucial to safeguard your brand effectively. Here are some effective measures to follow:
Start by Establishing Clear Community Guidelines.
Community guidelines and rules should outline acceptable behavior and content. These should also align with brand values and legal requirements. This not only sets expectations but also provides a basis for moderation actions.
Leverage Technology and Human Capacity.
Embracing artificial intelligence (AI) tools while still placing importance on human moderators can strengthen moderation efforts. AI can swiftly identify and flag potential issues, while human moderators provide nuanced judgment and handle more complex cases.
Monitor User Interactions Actively.
Regularly monitoring user interactions and being responsive to emerging trends and issues is essential. For example, swiftly addressing customer complaints or clarifying misinformation can prevent issues from escalating.
Leveraging Human-AI Collaboration for Optimum Content Moderation Solutions
AI plays an increasingly vital role in providing excellent social media moderation services. AI tools can analyze vast amounts of data quickly, identifying and removing harmful content before it becomes a problem. This is particularly useful for large platforms with high volumes of user-generated content.
However, while AI offers numerous benefits, it is not without limitations. AI algorithms can sometimes misinterpret context, leading to false positives or negatives. Therefore, combining AI with human moderation ensures a balanced approach, leveraging the speed of AI with the discernment of human judgment.
In summary, social media and content moderation are crucial for brand protection, preventing risks such as reputation damage, misinformation, legal issues, and loss of trust.
Investing in robust moderation strategies leads to improved brand reputation, increased customer trust, and legal compliance. Proactive implementation and enhancement of these practices are essential for long-term success.
